“Though Wall Street has lost faith in the company’s future growth prospects over the past six months, Apple (AAPL) has launched a number of game-changers over the past decade,” Zach Epstein reports for BGR.
“The iPhone turned the smartphone industry on its head, the iPad opened up a whole new category of consumer devices, and iOS itself forced a complete overhaul of the mobile computing experience,” Epstein reports. “According to Forbes, however, Apple has stepped aside and top rival Samsung is now in the process of changing the game — but in a completely different way.”
Epstein reports, “Forbes contributor Adam Hartung doesn’t believe Samsung’s wildly popular smartphones are game-changers. The company’s tablets have been far less successful than its smartphones, so they haven’t changed the game either. None of Samsung’s products and services are driving this new shift in the market, Hartung suggests — instead, it’s Samsung’s massive marketing and advertising budget that has “changed the game on Apple.””
Read more in the full article here.
“Samsung spent almost 4.5 times Apple – and $1B more than perennial consumer goods brand leader Coca-Cola on advertising!” Adam Hartung reports for Forbes.
Hartung wrties, “Can you imagine having the following conversation in your company in 2010?: ‘As Vice President of Marketing I propose we take on the market leader not by having a superior product. We will change the game from feature and function comparisons to availability and awareness. I intend to spend more than anyone in our industry on advertising – even more than Coke. And I will open so many information and sales locations that our products will be as available as Coke. We’ll be everywhere. Our products may not be better, but they will be everywhere and everyone will know about them.'”
Read more in the full article here.
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